The Customer's Perspective Sociological Accounts of E-Commerce Encounters

Creating value and continuously generating a positive Total Customer Experience (TCE) for customers is important for E-Commerce environments in order to attract and retain customers. We embarked on a study that aimed to identify those characteristics of a customer’s service encounter with an E-Commerce environment that would help in generating a satisfying TCE for the customers. Our intention was to investigate negative incidents or obstacles that mar a customer’s TCE. To do this we employed a selection of complementary techniques such as naturalistic customer-observations, focusgroup like workshops, and structured-interviews of customers. In this paper, we present accounts of situations in which the customers experienced obstacles while interacting with E-Tailing environments. The aim of this paper is to emphasise how we have been able to draw conclusions about the phenomenon under study from the rich data obtained from a customer’s experience with E-Commerce environments. We w...

• Type: Conference
• Year: 2003
• Where: IADIS
• Authors: Shailey Minocha, Lisa Dawson, Ann Blandford, Dave Roberts
• Keywords: Customer, E-commerce Environment, IADIS 2003, IADIS 2008, Total Customer Experience